CHAPTER-1

CONCEPTUAL BACKGROUND

CUSTOMER SATISFACTION

Customer satisfaction (often abbreviated as CSAT, more

correctly CSat) is a term frequently used in marketing. It is

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a measure of how products and services supplied by a company meet or

surpass customer expectation. Customer satisfaction is defined as "the number of customers, or

percentage of total customers, whose reported experience with a firm, its products, or its services

(ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and

constructs of classes of measures that appear in Marketing Metrics as part of its ongoing

Common Language in Marketing Project. In a survey of nearly 200 senior marketing managers,

71 percent responded that they found a customer satisfaction metric very useful in managing and

monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced

Scorecard. In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of business

strategy.

5 REASONS WHY CUSTOMER SATISFACTION IS IMPORTANT

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You should never ignore the importance of customer satisfaction. There are dozens of factors

contributing to the success (or failure) of a business, customer satisfaction is one of them. It’s

important to track this factor and work on improving it in order to make your customers more

loyal and eventually turn them into brand ambassadors. If you don’t care about customers’

satisfaction, don’t expect them to care about your services or products. Sad, but true.  The sooner

you face it, the better you’ll perform.

High-standard customer service can win your clients’ hearts and make you recognizable within

your target group. Nowadays when social media play such an important role in making decisions

it’s crucial to keep an eye on a quality of customer service you provide. Not convinced yet?

What if we provide you with 5 more solid reasons why customer satisfaction is not only

important but also beneficial for your brand?

1. A Loyal customer is a treasure you should keep and hide from the world

According to White House Office of Consumer Affairs, on average, loyal customers are worth

up to 10 times as much as their first purchase. Some research says that it is 6-7 times more

expensive to acquire a new customer than it is to keep a current one. Banks or mobile providers

know it best, so they don’t have any problem with going an extra mile for a customer who is not

quite satisfied and often offer him something special. Not only it is more expensive but also

much more difficult to keep existing and loyal clients (let alone keeping them fully satisfied and

happy!) than to gain some new ones. Take this rule into account while organizing your customer

service processes and do your best to look after them.

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2. They can stop being your clients in a heartbeat

Is not rocket science, nowadays clients easily switch their love brands. It is often caused by

terrible customer service. Clients waiting for ages to get feedback or comment from a brand?

Unacceptable! But it still happens. And gaining clients’ trust takes up to 12 positive experiences

to make up for one unresolved negative experience.

“When customers share their story, they’re not just sharing pain points. They’re actually teaching

you how to make your product, service, and business better. Your customer service organization

should be designed to effectively communicate those issues.” – Kristin Smaby, “Being Human is

Good Business”.

You can’t gain customers’ satisfaction for ever, you need to look after them all the time. Try to

talk with them, instead of to them. Ask questions, offer constant support, send personalized

messages or offers, use targeted website surveys, email surveys or any other technique that will

help you communicate with your customers. Take care of each and every of your clients’ need

and you’ll be rewarded with their gratitude and loyalty. Sounds like a good deal, doesn’t it?

Brands often take their audience for granted, and they’ve never been so wrong – one decision, or

lack of it, can result in losing a lot of clients and their respect. That’s why measuring clients’

satisfaction is so important.

3. It’s (all) about the money, too

It shouldn’t be surprising, but the customer satisfaction is also reflected in your revenue.

Customers’ opinion and feelings about the brand can affect, in both positive and negative way,

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the essential metrics – such as the number mentions and repeated transactions, and also customer

lifetime value or customer churn. Happy customers won’t look at your competitors offers – they

will happily interact with your brand again, make a purchase and recommend the product further.

If you meet all of their requirements and answer their needs while delivering the best quality of

your services, they will be fully satisfied. Not to mention your brand will increase sales revenue!

Measuring customer satisfaction should become your daily habit – not something you do from

time to time and only if you’re about to face a crisis management. If you don’t know how to do it

right, you can take a look at our guide to measuring customer satisfaction to make things easier.

4. Customer satisfaction is a factor that helps you stand out of the competition

Kate Zabriskie once said that “Although your customers won’t love you if you give bad service,

your competitors will.” and we couldn’t agree more. Your competitive rivals are just waiting for

you to make a wrong move. What is more, they can often play a role of an instigator. Being

prepared for their provocations is not enough if you don’t know how to deal with the negative

backlash. However, if you provide your customers with an amazing customer service, you will

gain arguments to convince those uncertain of your services.

5. Great customer experience can take your brand places

The importance of customer satisfaction should never be neglected. You should consider it

especially while planning your marketing and positioning campaigns. Satisfied customers are

more likely to share your content across the social media. They will also more keenly interact

with your posts, leaving some delightful and admirable comments. Later you can use it as the

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source for case studies and success stories. Being an example of a company that provides a

ravishing customer satisfaction? Every brand should aim for it.

Final thought

Providing a great customer service will satisfy both you and your targets. They get a proper

service, you get proper revenue and everyone is happy. As simple as that. Think, is there

something more you can do to better treat your audience? That’s why you should never forget

the importance of customer satisfaction. It’s high time to face the truth – your brand can always

do better!

METHODS OF MEASURING CUSTOMER SATISFACTION

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Managing customers’ satisfaction efficiently is one the biggest challenge an organization face.

The tools or methods to measure customer satisfaction needs to be defined sophisticatedly to

fulfill the desired norms. There are following methods to measure customer satisfaction:

DIRECT METHODS: Directly contacting customers and getting their valuable feedback is very
important. Following are some of the ways by which customers could be directly tabbed:

a. Getting customer feedback through third party agencies.

b. Direct marketing, in-house call centers, complaint handling department could be
treated as first point of contact for getting customer feedback. These feedbacks
are compiled to analyze customers’ perception.
c. Getting customer feedback through face to face conversation or meeting.
d. Feedback through complaint or appreciation letter.
e. Direct customer feedback through surveys and questionnaires.
Organizations mostly employ external agencies to listen to their customers and provide

dedicated feedback to them. These feedbacks needs to be sophisticated and in structured format

so that conclusive results could be fetched out. Face to face meetings and complaint or

appreciation letter engages immediate issues. The feedback received in this is not uniformed as

different types of customers are addressed with different domains of questions. This hiders the

analysis process to be performed accurately and consistently. Hence the best way is to

implement a proper survey which consists of uniformed questionnaire to get customer feedback

from well segmented customers. The design of the prepared questionnaire is an important aspect

and should enclose all the essential factors of business. The questions asked should be in a way

that the customer is encouraged to respond in an obvious way/. These feedback could received

by the organizations can be treated as one of the best way to measure customer satisfaction.

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 Apart from the above methods there is another very popular direct method which is

surprise market visit. By this, information regarding different segment of products and

services provided to the customers could be obtained in an efficient manner. It becomes

easy for the supplier to know the weak and strong aspects of products and services.

2. Indirect Method: The major drawback of direct methods is that it turns out to be very

costly and requires a lot of pre compiled preparations to implement. For getting the valuable

feedbacks the supplier totally depends on the customer due to which they looses options and

chances to take corrective measure at correct time. Hence there are other following indirect

methods of getting feedback regarding customer satisfaction:

a. Customer Complaints: Customer’s complaints are the issues and problems reported

by the customer to supplier with regards to any specific product or related service. These

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 complaints can be classified under different segments according to the severity and

department. If the complaints under a particular segment go high in a specific period of

time then the performance of the organization is degrading in that specific area or

segment. But if the complaints diminish in a specific period of time then that means the

organization is performing well and customer satisfaction level is also higher.

b. Customer Loyalty: It is necessarily required for an organization to interact and

communicate with customers on a regular basis to increase customer loyalty. In these

interactions and communications it is required to learn and determine all individual

customer needs and respond accordingly. A customer is said to be loyal if he revisits

supplier on regular basis for purchases. These loyal customers are the satisfied ones and

hence they are bounded with a relationship with the supplier. Hence by obtaining the

customer loyalty index, suppliers can indirectly measure customer satisfaction.

FACTORS AFFECTING CUSTOMER SATISFACTION

Customer satisfaction is the overall impression of customer about the supplier and the products
and services delivered by the supplier. Following are the important factors that could affect
customer satisfaction:
 Department wise capability of the supplier.
 Technological and engineering or re-engineering aspects of products and services.
 Type and quality of response provided by the supplier.
 Supplier’s capability to commit on deadlines and how efficiently they are met.
 Customer service provided by the supplier.
 Complaint management.
 Cost, quality, performance and efficiency of the product.
 Supplier’s personal facets like etiquettes and friendliness.
 Supplier’s ability to manage whole customer life cycle.
 Compatible and hassle free functions and operations.

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The above factors could be widely classified under two categories i.e. suppliers behavior and
performance of product and services. The supplier’s behavior mostly depends on the behavior of
its senior subordinates, managers and internal employees. All the functional activities like
customer response, direct product and maintenance services, complaint management etc. are the
factors that rely on how skillful and trained the internal and human resources of the supplier are.
The second category is regarding all the products and services. This depends on the capability of
supplier to how to nurture the products and service efficiently and how skilled the employees are.
It’s all about how the skills are implemented to demonstrate engineering, re-engineering and
technological aspects of the products and services. The quality and efficaciousness of the
products is also an important factor that enables compatible and hassle free functions and
operations. This bears to lower maintenance and higher life of the product which is highly
admired by the customers.
If the product is having some problem or compatibility issues and requires frequent maintenance
and support than the customers could get irritated and possibilities of sudden divert is there
which lead to supplier’s financial loss. In the same way if the product is expecting huge amount
of financial and manual resources then customers could get a feeling of dissatisfaction and
worry. However, if these aspects are handled efficiently by giving class services and dealing with
complaints effectively then dissatisfied customers could be converted into long time satisfied
customers and retaining them becomes easy.
It is practically impossible for the supplier to provide all the above explained features. There are
always some positive as well as negative features in products and services which could lead to
delight or irritate customers. The final opinion is the sum of overall experiences which a
customer percept. But it is also true that more the positive aspects, the more the customer is
satisfied. Hence the aim of the supplier should be always to enhance these positive feelings
among all the customers to increase customer satisfaction. The supplier must identify how to
enhance these positive aspects to maximum level by analyzing the customer’s data and
information using CRM system. The individual liking and disliking of customers differ from
customer to customer. It is hence required to target a customer and identify individual
requirement to make them satisfied.
Having discussed the above factors that affect customer satisfaction we can say that higher the
satisfaction level, higher is the sentimental attachment of customers with the specific brand of

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product and also with the supplier. This helps in making a strong and healthy customer-supplier
bonding. This bonding forces the customer to be tied up with that particular supplier and chances
of defection are very less. Hence customer satisfaction is very important panorama that every
supplier should focus on to establish a renounced position in the global market and enhance
business and profit.

15 KEY FACTORS OF CUSTOMER SATISFACTION

1. Accessibility

You need to ensure that customers are able to find and access your products and services

efficiently, without barriers and friction, on their preferred channel.

Also, make sure that they can reach your company and obtain good service whenever they have a

question or need assistance to make a purchase decision.

2. Navigation

Navigating and browsing your store should be a straightforward and simple process. This

includes providing users who know what they want with an effective keyword search or filters

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but also integrating solutions that guide unsure shoppers to help them identify suitable products

quickly.

A website that’s difficult to navigate will only lead to customer frustration and a loss of potential

customers.

3. Page Load Speed

It’s a simple rule: the faster your website loads, the happier your visitors. If one of your pages

doesn’t appear lightning-fast, your customer will move on to speedier online stores. In fact,

the Aberdeen Group found that,

“A 1-second delay in page load time equals 11% fewer page views, a 16% decrease in customer

Satisfaction and 7% loss in conversions.”

According to a survey by Akamai and Gomez.com, 79% of web shoppers who experience a slow

website say they would not return to the site to buy again and around 44% of them would tell a

friend about the poor online shopping experience.

4. Language

Speaking to your customers in their preferred language is pivotal for your business. More than

50% of consumers won’t make a purchase if information about a product isn’t available in their

language.

However, language doesn’t only apply to language in terms of geographical demographics but

also how certain phrases or terms resonate with your audience and reflect back on your

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business. Use user-friendly language and avoid industry specific jargon that could cause

confusion and rob you of an opportunity to connect on a personal level.Without great

communication, there can be no great customer experience.

5. Memory

According to Harvard Business Review, customers become frustrated if they have to repeat

themselves. Consumers feel comfortable switching from one channel to another and expect their

information and data to follow them along. They don’t want to be asked for the same details over

and over again, regardless of the channel or department, they’re interacting with.

Memory also means remembering your customer’s needs and wants to avoid trying to sell

products to customers, which they already have or clearly have no interest in.

6. Personalized

It’s kind of ironic that shoppers want personalized experiences in a sphere in which so many

business and personal interactions can be anonymous.

By personalizing the experience and sharing the right content, at the right time with the right

people, you can make interactions faster, easier and more efficient for your customers.

This results in increased customer satisfaction and the likelihood of repeat visits.

7. Convenience

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 Convenience is an essential element of a positive customer experience. It influences how

customers make decisions about what to buy, what services to use, where to go, and with whom

to engage.

It consists of 5 key variables

1. Decision Convenience: How quickly and easily a customer can decide what to shop at

your store?

2. Access Convenience: How easily is your store is accessible?

3. Benefit Convenience: What core benefits does a customer receive at your store like

receiving great customer service?

4. Transaction Convenience: How quickly can the customer complete the payment?

5. Post-Benefit Convenience: How effectively are you handling post-purchase issues like

replacements or return of products?

If the perceived convenience is low, your customer will see interacting with you as work. If they

struggle to do business with you during any of the areas above, then they’re more likely to go

elsewhere.

8. Intuition

Customers value companies that “really get them”. Some companies simply have a good

intuition or “sixth sense”. They are proactive and anticipate the needs and emotions of

customers. Companies who know what their customers want before they want it or solve a

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problem before customers even know it exists are able to create better, more convenient

experiences and a trust-based relationship.

For example, Southwest Airlines has a team called Proactive Customer Service that works with

14 other departments to ensure operational efficiencies, effective communications, and better

customer accommodations. Their job is to evaluate flight disruptions, determine the customer

impact, and reach out to customers proactively so the customer doesn’t have to reach out to

them.

9. Real-Time

If you want to capture the attention of your audience, think about how you can take advantage of

real-time experiences. It’s about showing up when your customers need you. Real-time

interactions are becoming increasingly important to the modern consumer. They expect real-time

responses and faster resolutions.

For instance, “instant chat” and chatbots have emerged as a highly popular marketing solution

for companies that want to provide their customers immediate access to information and show

the more human and authentic side of their business.

10. Simplicity

Simplicity is key. It is one of the easiest ways to improve your chances of getting your

customer’s business is by making the process as simple as possible. You need to take away the

intricacy and complexity related to decision-making by advising and supporting customers

throughout their journey.

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 “To keep your customers, keep it simple”

Harvard Business Review

A study of the Latin American life insurance market observed that 40% of people who purchased

a life insurance policy and were happy about their experience said it was because of a simple

buying process.

11. Logic

There is a difference between emotional customer satisfaction and logical customer satisfaction.

 Emotionally satisfied customers are extremely satisfied with the products and services

the company provides and have a strong emotional attachment to the company.

 Logically (or rationally) satisfied customers may be extremely satisfied with the

company but lack the strong emotional connection of customers who are emotionally satisfied.

They essentially behave no differently than customers who are dissatisfied. They have no

reason to remain loyal.

To convert logically satisfied customers into emotionally satisfied customers, you have to

provide customers with logical reasons why they should do business with you over your

competitors. This means understanding their expectations to meet or even exceed them.

12. Deliverability

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According to an consultancy report, 48% of customers are not willing to wait more than five

days for most of their purchases, while 23% said they would be willing to wait eight days or

more.

Shipping time does not only influence purchase decisions but also has a major impact on

customer satisfaction.

13. Choice

The more choices you can give your customers during the buying process, the more likely they

are to feel in control of the experience that they have with your brand.

However, when offering choices make sure to support your customers and enable them to figure

out the optimal choice that is right for them.

Choice overload and the Paradox of choice are very real in today’s environment and are

a growing concern for retailers and brands.

14. Community

Today, customers are doing more and more research online before they make a purchase. It’s

important to consider the community that exists around your brand. Even if you don’t have an

active part in building your community, one will form around your business – on social media,

websites, and review forums.

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The best way to take charge of your brand reputation is to make sure that you engage with your

community whenever possible. Even when someone has something bad to say about your

business, learn how to respond from a positive perspective, by offering a solution to a problem.

15. Moment of Truth

Finally, the “moment of truth”. It defines the make-or-break moments in the customer journey,

that influence whether the customer will continue the journey, complete the task or interaction

and continue to business with you. If things go awry during these specific moments, consumers

will not complete the interaction and will go elsewhere.

By identifying the moments of truth in the customer journey, you’ll be able to focus on

optimizing the interactions that truly impact the customer experience and customer actions.

“A customer can have lots of questions, issues and transactions, but there may be only a few

that really make a difference in whether they will buy from you again or recommend you.

What issue, transaction or touch point has the greatest impact on the customer’s willingness to

buy again and their willingness to recommend you? That becomes the defining moment.”

Cynthia Grimm, Chief Customer Experience Officer, CX Solutions

25 Ways to Keep Customers for Life

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 In Today’s fast-changing, competitive business environment, excellent customer service is

essential for success. In fact, service may be the key to differentiating your business from the

competition and the best way to retain customers.

The following customer retention strategies apply for any business can help maintain customer

loyalty, large or small:

1. Reward your customers. Send them a gift, provide them with a lead; help them generate

business.

2. Use your customers’ services and buy their products. There is no better way to build

loyalty.

3. Send thank-you notes. Make sure they are handwritten and sent promptly. Peter Drucker

attributed much of his success to the fact that he sent out 12 thank-you cards every day.

4. Return phone calls promptly. Since so many people don’t return calls, you automatically

gain an advantage when you do.

5. Do what you say you are going to do.

6. Do things when you say you’re going to do them.

7. Under-promise and over-deliver.

8. Be accessible. Show customers that you are available and willing to help them whenever

there is a problem. Your business should be open to meet the convenience needs of your

customers.

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9. Be credible. If you don’t establish trust right away, potential customers may jump to your

competitors.

10. Appearance counts. Perception is reality, and the reality is that people do judge a book by

its cover.

11. Stay in touch. Remember the best customers are your current ones. Don’t take them for

granted. Keep on top of their wants and needs.

12. Have a “Goof Kit” to send to customers if you make a mistake. Just saying, “I’m sorry”

is not enough.

13. Promote customers’ products and services. By bringing business to your clients, is the

best way to retain customers and you ensure you will have a customer for life.

14. Make it as easy as possible for your customers to do business with you. Do things for the

customer’s convenience, not yours. The easier you can make it for your customer to do

business with you, the more business you will have. Determine all the ways you can eliminate

the “hassle factor.”

15. Periodically send customers an invoice stamped “no charge.” This will help your

customers remember you. If it is unexpected it will have a greater impact.

16. Establish a customer advisory panel. Only by knowing your customers’ wants and needs

can you successfully grow your business and be totally customer-oriented.

17. Hire mystery shoppers to find out how good your customer service really is.

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18. Be a resource. No matter what your customer needs, try to find it for him, even if it has

nothing to do with your business.

19. Shower customers with kindness.

20. Speak your customer’s language. Don’t use jargon they can’t understand.

21. Have a great attitude.

22. Treat your employees well. If they are treated poorly, there is a good chance they’ll treat

your customers badly.

23. Give your customers what they want, when they want it, the way they want it.

24. Give back to your best customers. If you run a special price or product offer for first-time

customers, make sure to offer a promotion to your current customers.

25. Never show indifference toward your customers. In a study on why people stopped

dealing with a company, 68% said they left because of an attitude of indifference by the

owner, manager or employees.

4 GREAT WAYS TO IMPROVE YOUR CUSTOMER

SATISFACTION

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1. TREAT EVERY CUSTOMER AS IF THEY WERE A VIP

Give every customer the same excellent treatment as you

would like to receive yourself. It’s as simple as that! You

could use some of the following approaches:

 Thank your customers for their business, both in

person and also printed on the receipt.

 Make a real effort to help your customers and assist

them in every way you can.

 Keep your promises and integrity. If you say that you will contact them to let them know

when an item is back in stock – be sure that you do! Every so often, businesses forget or

fail to get back to their customers, who might very well find another supplier in the

meantime.

2. KEEP MEASURING CUSTOMER SATISFACTION

Studies show that 91% of unhappy customers will never come

back to a business they believe is below par. By frequently

measuring customer satisfaction, you can reduce the number of

unsatisfied customers and prevent customer churn. An effective

and easy way to measure customer satisfaction is using an online

survey tool from a survey provider, such as Netigate.

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3. KNOW HOW YOU SHOULD SURVEY YOUR CUSTOMERS – THE

RIGHT WAY.

With a customer feedback survey you are able to find out

how happy your customers are with you, if and what you

need to do to improve your product or service, and to

identify those customers who love your product and could

possibly send new customers your way. A Net Promoter

Score is the ultimate survey to find out how likely it is that

your customer would recommend your business to others,

with one simple question. If you choose to have a slightly

more comprehensive survey, make sure you keep it fairly

short, less than 10 questions and not longer than 3.5 minutes.

4. KEEP AN EYE ON WHAT CUSTOMERS SAY ABOUT YOU ON

SOCIAL MEDIA

When you track and monitor customer satisfaction on social media

you are updated on both positive and negative feedback and can

take appropriate measures to resolve them. The majority of people

use their mobile phones up to 150 times per day and many of them

turn to social media when they want to leave a complaint. Take the

opportunity and use social media to increase your customer

satisfaction!

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23 WAYS TO DELIGHT AND AMAZE YOUR CUSTOMERS

Great customer experience doesn’t just happen. It is planned, designed and mindfully delivered.

That’s because there is no ‘one size fits all’ approach to customer experience. There’s a reason

that true differentiation on the experiences you deliver are among the hardest things for any

competitor to copy – because your experience is unique to your business strategy, your brand and

your knowledge of your customers.

It’s at this intersection – business strategy, brand and customer experience – that you have the

ability to delight and amaze your customers. To help your thinking as you move down this path,

I’ve mapped out 23 (of the hundreds of possible) tips to get you started – or help move you along

– your path to delivering “customer delight” in ways that no competitor can match.

I’ve seen companies do just one of these exceedingly well, turning the dials in ways that delight

and amaze executives, too. What if you did two, or three? There’s just one way to find out…

1. Always Try to Do Better

Walt Disney said, “Just do your best work – then try to trump it.” If you REALLY try to make

experiences and interactions better for your customers, they’ll notice. And so will you – as

loyalty and engagement grow, too.

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2. Anticipate Customer Needs

You almost certainly has access to the data that increasingly surrounds your customers and their

interactions with you. Use it to better understand what they want and how they want it – and give

it to them.

3. Deliver Beyond Customer Expectations

Of course this requires knowing what customer expectations are in the first place. But even the

little things (like a free video view from Amazon) can put a smile on your customers face,

making the experience that much better.

4. Be Consistent Across Channels

Customers expect consistently excellent experiences across an increasingly diverse set of

channels. And when the experience isn’t consistent from one channel to the next, it feels broken.

By working to eliminate data and service silos, it’s easier to be consistent.

5. Continually Ensure Your customers Value What you Offer

Make it a practice to ask yourselves why customers should do business with you over the

competition. What’s truly unique about your product or service? Why does this matter to your

customers? What problems do you solve, or goals do you help them achieve?

6. Eliminate Dissatisfaction (So You Can Focus on Loyalty)

Though there’s no real correlation between satisfaction and loyalty, the fact is you can’t create

customer loyalty until you’ve been able to identify and eliminate customer dissatisfaction. So,

understand the drivers of dissatisfaction, and eliminate or fix ‘.

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7. Empathize with Customers

Put another way, this means showing your customers you actually care, understanding them well

beyond basic segmentation to support their emotional wants and needs through attitudes, actions,

and words.

8. Empower your Employees

Bottom line is pretty simple – happier employees really do mean happier customers. Empower

them with the authority and the tools to improve customer experience, and watch employee (and

customer) engagement soar.

9. Focus on the Experiences That Matter Most to Customers

Across the typical end-to-end journey, your customers has multiple interactions and experiences.

By focusing on improving those that matter MOST to your customers (by determining the degree

to which they drive dissatisfaction or loyalty), you can prioritize spend and better allocate

resources.

10. Know Your Customers Top Issues

Gathering information from multiple sources (surveys, employees, social, call center, etc.), you

can determine the top issues your customers have. Make your own “One List” with the top 10,

and take active steps to resolve them.

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11. Help Customers Achieve Their Goals

Many companies push their products, services and agendas on their customers. Don’t. You need

to fit what you offer to their needs, and create experiences and offerings that align with the goals

they’re trying to accomplish.

12. If You Screw Up, Apologize – and Mean It

Hey, everyone makes mistakes. After all, companies are people too. And of course, customers

get annoyed – but it’s rare that a sincere apology can’t placate even the most upset. Provided, of

course, you back that apology up with action, and resolve the issue.

13. Listen to your Customers

Voice-of-the-Customer (VoC) tools includes relationship and transactional surveys, advisory

boards, user experience research and more. Integrate and analyze to see where you can have the

greatest impacts on customer experience and business results, and take action on what you learn.

14. Listen to your Employees

Unsurprisingly, the connections between employee engagement and customer experience are

solid. That’s why listening to employees as well as customers helps identify opportunities to

improve customer experience, as well as providing insights into employee engagement (See #8).

15. Make your customers feel valued

A focus on customer value is something most companies do. But a focus on making customers

feel valued isn’t. It should be. When customers believe their relationship with you matters, and

that you recognize the contributions they make, loyalty and engagement follow.

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16. Embrace “Small Data”

Big Data is big news. Small Data, on the other hand, is more about making use of things like the

survey and transactional data you almost certainly collect already–and making decisions based

on what you find out. And the vast majority of companies have yet to leverage it.

17. Measurement isn’t About “The Number”

Many businesses want to set a single, global metric. Very commonly NPS, CSAT or similar, the

question these numbers don’t answer is the most important of all – now that you know where

you’re at, how do you drive improvement? By understanding what drives loyalty, engagement or

purchase behaviors, you can tie your efforts to the business metrics that matter most of all.

18. Personalize Interactions Across Channels and Touch points

We’re talking not just about 1to1, but beyond – to a world in which you can better serve your

members by giving them exactly what they want and need, when and how they want it. Through

a deep understanding of “each” rather than just “all” customers, you provide unique benefits

your competition cannot match.

19. Respond Quickly

Every customer desires swift action, regardless of the situation. The speed with which you reply

to an issue or inquiry is a perceptual indicator of how much you care. Something as simple as a

quick acknowledgment that someone’s begun the process of resolving their issue might be all it

takes.

30
20. Share Best Practices Across Internal Groups and Silos

Identifying, codifying and sharing best practices is a huge contributor to rapidly improving

performance. By identifying how others overcome challenges, and sharing these insights across

your organization, you make it easier to remove the barriers that inevitably exist.

21. Simplify Customer (in Fact, All) Experiences

Making your experiences, communications, products and services easier to understand not only

reduces problems and increases the likelihood of customers meeting their goals, it also benefits

the bottom line. The perspective of “simplification” can (and should) also be applied to the

internal processes and systems that support experience.

22. Educate Your Customers

Helping customers better your understand products and services transforms buyers into

promoters, as well as helping them get immediate (and often greater) value from their

interactions.

23. Think Multi-Channel, but Nail Mobile First

Your “smart customers” increasingly demand anytime, anywhere access across channels,

journeys and devices. Don’t lose sight of this overall cross/multi/omni-channel goal – but

recognize that, even more than desktop, smart phones are how customers primarily engage.

31
CHAPTER - 2
INDUSTRIAL PROFILE

32
 Brief Profile of Company

Honda Motor Company, Ltd. is a Japanese public multinational conglomerate corporation

primarily known as a manufacturer of automobiles, aircraft,
motorcycles, and power equipment.

Honda has been the world's largest motorcycle manufacturer

since 1959, as well as the world's largest manufacturer of
internal combustion engines measured by volume, producing
more than 14 million internal combustion engines each year.

Honda became the second-largest Japanese automobile

manufacturer in 2001. Honda was the eighth largest automobile
manufacturer in the world behind Toyota, Volkswagen Group,
Hyundai Motor Group, General Motors, Ford, Nissan, and Fiat
Chrysler Automobiles in 2015.

Honda was the first Japanese automobile manufacturer to release a dedicated luxury brand,
Acura, in 1986. Aside from their core automobile and motorcycle businesses, Honda also
manufactures garden equipment, marine engines, personal watercraft and power generators, and
other products. Since 1986, Honda has been involved with artificial intelligence/robotics
research and released their ASIMO robot in 2000. They have also ventured into aerospace with
the establishment of GE Honda Aero Engines in 2004 and the Honda HA-420 HondaJet, which
began production in 2012. Honda has three joint-ventures in China (Honda China, Dongfeng
Honda, and Guangqi Honda).

In 2013, Honda invested about 5.7% (US$6.8 billion) of its revenues in research and
development. Also in 2013, Honda became the first Japanese automaker to be a net exporter
from the United States, exporting 108,705 Honda and Acura models, while importing only
88,357.

33
 Honda Motorcycle & Scooter India, Private Limited

Type Private

Industry Automotive

Founded 1999

Headquarters Gurgaon , Haryana, India

Key people Minoru Kato, President and CEO[1]

Products Motorcycles, scooters

Parent Honda Motor Company, Limited

Website honda2wheelersindia.com

HISTORY

34
Throughout his life, Honda's founder, Soichiro Honda, had an interest in automobiles. He

worked as a mechanic at the Art Shokai garage, where he tuned cars and entered them in races.

In 1937, with financing from his acquaintance Kato Shichirō, Honda founded Tōkai Seiki

(Eastern Sea Precision Machine Company) to make piston rings working out of the Art Shokai

garage.[10] After initial failures, Tōkai Seiki won a contract to supply piston rings to Toyota, but

lost the contract due to the poor quality of their products After attending engineering school

without graduating, and visiting factories around Japan to better understand Toyota's quality

control processes, by 1941 Honda was able to mass-produce piston rings acceptable to Toyota,

using an automated process that could employ even unskilled wartime laborers.

Tōkai Seiki was placed under control of the Ministry of Commerce and Industry (called the

Ministry of Munitions after 1943) at the start of World War II, and Soichiro Honda was demoted

from president to senior managing director after Toyota took a 40% stake in the company. Honda

also aided the war effort by assisting other companies in automating the production of military

aircraft propellers.

The relationships Honda cultivated with personnel at Toyota, Nakajima Aircraft Company and

the Imperial Japanese Navy would be instrumental in the postwar period.[10] A US B-29 bomber

attack destroyed Tōkai Seiki's Yamashita plant in 1944, and the Itawa plant collapsed in the 13

January 1945 Mikawa earthquake. Soichiro Honda sold the salvageable remains of the company

to Toyota after the war for ¥450,000, and used the proceeds to found the Honda Technical

Research Institute in October 1946.

With a staff of 12 men working in a 16 m2 (170 sq ft) shack, they built and sold improvised

motorized bicycles, using a supply of 500 two-stroke 50 cc Tohatsu war surplus radio generator

35
engines. When the engines ran out, Honda began building their own copy of the Tohatsu engine,

and supplying these to customers to attach to their bicycles. This was the Honda A-Type,

nicknamed the Bata Bata for the sound the engine made. In 1949, the Honda Technical Research

Institute was liquidated for ¥1,000,000, or about US$5,000 today; these funds were used to

incorporate Honda Motor Co., Ltd. At about the same time Honda hired engineer Kihachiro

Kawashima, and Takeo Fujisawa who provided indispensable business and marketing expertise

to complement Soichiro Honda's technical bent. The close partnership between Soichiro Honda

and Fujisawa lasted until they stepped down together in October 1973.

The first complete motorcycle, with both the frame and engine made by Honda, was the 1949 D-

Type, the first Honda to go by the name Dream. Honda Motor Company grew in a short time to

become the world's largest manufacturer of motorcycles by 1964.

The first production automobile from Honda was the T360 mini pick-up truck, which went on

sale in August 1963. Powered by a small 356-cc straight-4 gasoline engine, it was classified

under the cheaper Kei car tax bracket.

The first production car from Honda was the S500 sports car, which followed the T360 into

production in October 1963. Its chain-driven rear wheels pointed to Honda's motorcycle origins.

Over the next few decades, Honda worked to expand its product line and expanded operations

and exports to numerous countries around the world. In 1986, Honda introduced the successful

Acura brand to the American market in an attempt to gain ground in the luxury vehicle market.

The year 1991 saw the introduction of the Honda NSX supercar, the first all-aluminum

monocoque vehicle that incorporated a mid-engine V6 with variable-valve timing.

36
CEO Tadashi Kume was succeeded by Nobuhiko Kawamoto in 1990. Kawamoto was selected

over Shoichiro Irimajiri, who oversaw the successful establishment of Honda of America

Manufacturing, Inc. in Marysville, Ohio. Irimajiri and Kawamoto shared a friendly rivalry within

Honda; owing to health issues, Irimajiri would resign in 1992.

Following the death of Soichiro Honda and the departure of Irimajiri, Honda found itself quickly

being outpaced in product development by other Japanese automakers and was caught off-guard

by the truck and sport utility vehicle boom of the 1990s, all which took a toll on the profitability

of the company. Japanese media reported in 1992 and 1993 that Honda was at serious risk of an

unwanted and hostile takeover by Mitsubishi Motors, which at the time was a larger automaker

by volume and was flush with profits from its successful Pajero and Diamante models.

Kawamoto acted quickly to change Honda's corporate culture, rushing through market-driven

product development that resulted in recreational vehicles such as the first-generation Odyssey

and the CR-V, and a refocusing away from some of the numerous sedans and coupes that were

popular with the company's engineers but not with the buying public.

The most shocking change to Honda came when Kawamoto ended the company's successful

participation in Formula One after the 1992 season, citing costs in light of the takeover threat

from Mitsubishi as well as the desire to create a more environmentally friendly company image.

The Honda Aircraft Company was established in 1995, as a wholly owned subsidiary; its goal

was to produce jet aircraft under Honda's name.

37
On 23 February 2015, Honda announced that CEO and President Takanobu Ito would step down

and be replaced by Takahiro Hachigo by June; additional retirements by senior managers and

directors were expected.

The Honda Foundation was established in December 1977 by donations from the founder of

Honda Motor Company, Soichiro Honda, and his younger brother, Benjiro. The Foundation was

established as a result of the first DISCOVERIES International Symposium that had been held

the previous year.

DISCOVERIES is the acronym for "Definition and Identification Studies on Conveyance of

Values, Effects and Risks Inherent in Environment Synthesis." At this first symposium issues on

how to harmonize human activities with the earth's environment were actively discussed from

the perspective of a broad range of different fields. The response to this approach was huge with

mounting requests to continue and expand these discussions. The Foundation was thus

established in 1977 to address these issues.

38
Since then the DISCOVERIES series of international symposia covering a broad range of topics

have been held 11 times in various world-renowned cities. In 2000 the international symposium

discussed the topic of what form regional cooperation in East Asia should take, and since then

there have been all types of seminars and symposia held every year on a variety of timely topics,

all of which have been highly regarded. In 1980 the Foundation established an international

award, the Honda Prize, to recognize individuals or groups for distinguished contributions in the

field of eco technology. Since then, the Foundation has continued activities to honor scientists

who have contributed new value to the world.

In 2006 the scholarship program Honda Young Engineer and Scientist's Award (Y-E-S Award)

was established to foster the next generation of leaders in the field of science and technology. In

order to attract more talented people in this field the Foundation plans to broaden its scope in the

future, especially for students in Asia. In this manner, the Foundation has broadened its activities

in keeping with the times up through the present. The basis for that has been the fervent wish of

our founder, Soichiro Honda that "Science and technology must serve to ensure peoples'

happiness." This is our mission at the Honda Foundation

39
40
 Products

Automobiles

Honda's global lineup consists of the Fit, Civic, Accord, Insight, CR-V, CR-Z, Legend and two

versions of the Odyssey, one for North America, and a

smaller vehicle sold internationally. An early proponent of

developing vehicles to cater to different needs and markets

worldwide, Honda's lineup varies by country and may

have vehicles exclusive to that region. A few examples are

the latest Honda Odyssey minivan and the Ridgeline,

Honda's first light-duty uni-body pickup truck. Both were designed and engineered primarily in

North America and are produced there. Other example of exclusive models includes the Honda

Civic five-door hatchback sold in Europe.

Motorcycles

Honda is the largest motorcycle manufacturer in Japan and has been since it started production in

1955. At its peak in 1982, Honda manufactured almost

three million motorcycles annually. By 2006 this

figure had reduced to around 550,000 but was still

higher than its three domestic competitors. In 2017,

41
India became the largest motorcycle market of Honda. In India, Honda is leading in the scooters

segment, with 59 percent market share.

During the 1960s, when it was a small manufacturer, Honda broke out of the Japanese

motorcycle market and began exporting to the U.S. Working with the advertising agency Grey

Advertising, Honda created an innovative marketing campaign, using the slogan "You meet the

nicest people on a Honda." In contrast to the prevailing negative stereotypes of motorcyclists in

America as tough, antisocial rebels, this campaign suggested that Honda motorcycles were made

for the everyman. The campaign was hugely successful; the ads ran for three years, and by the

end of 1963 alone, Honda had sold 90,000 motorcycles.

Engines

Honda engines powered the entire 33-car starting field of the 2010 Indianapolis 500 and for the

fifth consecutive race, there were no engine-related

retirements during the running of the Memorial Day

Classic.

In the 1980s Honda developed the GY6 engine for

use in motor scooters. Although no longer

manufactured by Honda it is still commonly used in

many Chinese, Korean and Taiwanese light

vehicles.

42
Robots

ASIMO is the part of Honda's Research & Development robotics

program. It is the eleventh in a line of successive builds starting

in 1986 with Honda E0 moving through the ensuing Honda E

series and the Honda P series. Weighing 54 kilograms and

standing 130 centimeters tall, ASIMO resembles a small

astronaut wearing a backpack, and can walk on two feet in a manner resembling human

locomotion, at up to 6 km/h (3.7 mph). ASIMO is the world's only humanoid robot able to

ascend and descend stairs independently. However, human motions such as climbing stairs are

difficult to mimic with a machine, which ASIMO has demonstrated by taking two plunges off a

staircase.

Aircraft

Honda has also pioneered new technology in its HA-420 Honda Jet, manufactured by its

subsidiary Honda Aircraft Company, which allows new levels of reduced drag, increased

aerodynamics and fuel efficiency thus reducing operating costs.

43
 Honda 2 Wheelers

Scooter
Motorcycle

Motorcycle

The legendary sports tourer is back to entice and excite you.

Fitted with the new LED headlamp so that you can explore
more, whether you ride in the city or outside. And bold sporty
graphics makes you look alpha, ride alpha.

Honda CBR 250R

Born to transform your ride. Cut through the dark with first-
in-class Robo-Face LED headlamps with aggressive styling,
because all you need is one look with the all-new Honda X Blade.

Honda X blade

When the machine echoes your grow. When it revs like your
heart. When it has the works to rock every runway it treats on. You
know it is a rocking beast,
BUILT AFTER YOU.

Honda CB Hornet

44
 A GREAT journey BEGINS

With a powerful 160cc BS-IV engine, AHO and Matte Blue

Colour, let the stylish CB Unicorn 160 take you on a great journey.

Honda CB Unicorn 160

Honda takes forward its philosophy to the next level with the
CB Unicorn that prides itself with the perfect blend of
quality, comfort and class. It is by far the most sophisticated
motorcycle in its category-in looks and in robustness. It is yet
another creation of the renowned Honda technology.

Honda CB Unicorn

It has wowed everyone with its effortless style. And now it has
been loaded up with sporty new features. Sportier new graphics
and tank shroud. A new white LCD meter. Low maintenance
seal chain. And the revved up 5 Speed Transmission. Style gets
sportier, effortlessly

Honda CB Shine

Get more appreciation and leave positive impact on every one

you meet with India’s most loved 125cc bike, now with all new
premium and striking chrome front. The new CB Shine also has
styling elements such as the chrome cover for the muffler, as
well as for the carburetor.

45
 Honda Shine

It is powered by 125cc ‘Optimax’ engine, which maintains optimum input for maximum output
and incorporates cutting edge technologies to deliver best balance of mileage and pickup.
It’s ‘Ergo Tec’ design with lightweight advanced diamond frame and double suspension offers
superior absorption of shocks & vibrations, thus providing excellent ride comfort and stability.
Ride with more style & comfort and leave a shining trail behind. Honda CB Shine, Kya Shine
Hai!

There are people who prefer living not just in the moment,
but for the moment. The all new Honda Livo is made for
people like them. Go out, see what’s out there because it’s
time to live with dynamic new graphics, new digital analog
meter with Service Due Indicator and sharp aero dynamic
design. Honda Livo, It’s Time to Livo

Honda Livo

Dream. It isn’t just a word. It is who we are.

It’s all started in 1949 with the legendary ‘Dream D’ bike,

which was the first in a line of many to follow Honda’s
philosophy. This 98cc, 2-stroke machine was the
embodiment of the company’s dream of becoming a
motorcycle manufacturer. Today another dream becomes a
reality. A reality that embodies India’s aspirations.
Honda Dream

These days, superstars aren’t limited to tinsel towns. They are

humble folks who find a way through narrow, winding roads
with ease. Not chasing spotlights, they carry their world on
their strong, able shoulders. Presenting Dream Neo, the action-
packed member of the Honda family that packs more than a
punch .

Honda Dream Neo

46
 Scooter

We are giving India’s favorite ride

Activa a makeover with new LED
headlamp, Digital analog meter,
chrome garnish and super-easy push button seat opener. More
things to make your rides comfortable, more reasons for love to
grow.

Honda Activa 5 G

Here’s the new Grazia ready to show you the world in a new light.
With a light that shines like none other, experience a new ride with
our first-in-class LED headlamps and position lights. Designed for
the ultimate riding experience, it is full of functionality and style,
so you’re unstoppable while you’re on the go.

Honda Grazia

Turn into an eye magnet with that Signature Gold Rim.

And dazzle the passers-by with the Sporty new graphics and cool
dual-tone colors
Change the way people see you by “Doing the New Way” with
the Honda Dio.
Following the trends is out,
Make the trends follow your say.
The new world is all yours
When you’re doing the new way.

Honda Dio

Exuding style from the word Go, the Aviator is for those who don’t have to try hard to impress.

47
Topped up with classy features, it adds to your quotient in more than one way. Yes, the Aviator
is here. And it’s time for you to arrive. In style.
Honda Aviator
Wherever it goes, it brings a world of color with it. It brings everything cool and trendy. And the
freedom to fly for your dreams.
With its Seat Opening Switch, spacious under seat Storage and host of other features, the
compact and suave Activa I add more convenience to your ride and let you experience fun like
never before.
And because of its attractive dual tone colors and graphics, it’ll turn
heads wherever it goes.
So go ahead, it’s time to fly!
Honda Activa I

Leave the stereotypes behind because the brand new way of riding has arrived. Bade Kaam Ke
Features. Bade Kaam Ki Utility. Bade Kaam Ki Comfort. No wonder everyone calls it a heavy
duty Bade Kaam Ki Honda CLIQ.

Honda CLIQ

The New Honda NAVi is just like you. Little

unsure. Little weird. You can’t really typecast it.
Is it a scooter? Ummmmm… Is it a bike? Don’t
know. But one thing is for sure, whatever it is,
it’s one heck of a fun ride.

Honda Navi

48
Vision and Mission

49
 Company Vision

Maintaining a global viewpoint, they are dedicated to supplying products of the highest quality

yet at a reasonable price for worldwide customer satisfaction.

HMSI has a basic policy that is MSQCD. This basic policy has the following description;

50
CORE VALUES OF HONDA

51
 Achievements
2016
Corporate Selected Consumer Super brand India 2015 --- Super Brand India 2014-15
Two-Wheeler Manufacturer Of The Year---Bike India Awards 2016
Best of Show-Two Wheeler-- CNB Auto Expo Awards for Excellence 2016 (in
association with SIAM)
Bike Manufacturer of the Year 2016- Zeegnition Auto Awards 2016
Two Wheeler category- Zee Mind Space Awards
Bronze Plate Award- Help Age Elder Recognition and Elder Support Awards
2016
National Industrial Excellence Award- National Chamber of Industry &
Commerce in India
Quality Brands 2015-17
Best of Show Two Wheeler(Auto Expo 2016)-NDTV Profit
Manufacturer of the Year-NDTV Car & Bike Awards 2016
Bike Manufacturer of the Year 2016-Zeegnition Auto Awards 2016
2Wheeler Manufacturer of the Year-Car & Bike India Awards 2016
CBR 650F Bike Of The Year Up to 1000 cc - CBR 650F--- Bike India Awards 2016
SportTourer Of The Year - CBR 650F---8th BBC TopGear Magazine Awards
Motorcycle of the year upto 750cc- CBR 650F---Zeegnition Auto Awards
2016
CB Motorcycle of the year upto 160cc- CB Unicorn 160-- Zeegnition Auto
Unicorn Awards 2016
160
Livo Bike of the Year upto 125cc - Livo--Times Auto Awards 2015(in partnership
with ZigWheels)
Best Entry Level Bike-MotorOctane Motorday Awards
Motorcycle of the Year upto 110cc-NDTV Car & Bike Awards 2016
Navi Innovation of the Year-MotorOctane Motorday Awards
Best Innovation 2Wheeler-World Auto Forum Awards
CB Shine Most Appealing Executive Motorcycle - JD Power Customer Satisfaction
Survey
Activa 125 Auto Tech Review IATIA: Convenience Technology of the Year

2015

Corporate Forbes India - Best CEO Multinational

52
 Readers Digest - Most Trusted Brand (Gold Award for two-wheeler category)
Economic Times - 100 Most Trusted Brands Survey (no.1 trusted brand in
automotive - two-wheeler)
ABP Brand Excellence Award in Automobile Sector (2 Wheeler)
Hindustan Times - Delhi NCR Hot 50 Brands powered by Paul Writer
Just India Online 2013-14 Study - Most Preferred Scooter Brand
Two Wheeler Manufacturer of the Year - Bike India Awards 2015
Dream CSR Leadership Awards - Think Odhisha Leadership Awards 2014
CSR initiative towards road safety Two-wheeler(Bloomberg TV Auto car India
Neo
Awards 2015
Activa 125 Scooter Of the Year - Activa 125(NDTV Car & Bike Awards 2015)
Scooter Of the Year (7th BBC Top Gear Awards)
Scooter of the Year up to 125cc ( Bike India Awards 2015)
Best Scooter Of the Year - Motor Vikatan
Goldwing Import Bike of the Year - Fly Wheel Auto Awards 2015

2014

Corporate Engine of the Year - Auto Tech review, IATIA India award 2014
Manufacturer of the Year - Two wheeler, Bike India award 2014
Two Wheeler Manufacturer of the Year - NDTV Car & Bike Awards, 2014
Dream Motorcycle of the Year upto 110cc - NDTV Car & Bike Awards, 2014
Neo

CB Convenience Technology of the Year, Auto Tech review, IATIA India award
Trigger 2014
Motorcycle of the Year upto 160cc - NDTV Car & Bike Awards, 2014
Motorcycle of the Year upto 150cc, Bike India award 2014

2013
Corporate Manufacturer of the Year 2012 - BBC Top Gear
Manufacturer of the Year - Car & Bike India Awards
Manufacturer of the Year 2013 - Motor Vikatan Awards 2013
Dream Motorcycle of the Year upto 110cc - NDTV Car & Bike Awards, 2013
Motorcycle of the Year upto 115cc - Car & Bike India Awards
Yuga
Compact Bike of the Year - CNBC TV18 OVERDRIVE 2013
CNB Viewers’ Choice Two Wheeler of the Year - NDTV Car & Bike Awards,
2013

53
 CNB-AAA Creative TV Commercial of the year (2 Wheeler) - NDTV Car &
Bike Awards, 2013
Motorcycle of the Year upto 110cc - ET ZigWheels Awards 2012
India Design Mark 2013
CBR 150R Enthusiast Motorcycle of the Year upto 180cc - ET ZigWheels Awards 2012
Dio India Design Mark 2013
Motorsport Best Manufacturer to Support Indian Racing - Motor Vikatan Awards 2013

2012
CBR 250R Bike of the Year - BBC Top Gear Awards
Indian Motorcycle of the Year (IMOTY)
Jury: BS Motoring, Bike India, BBC Top Gear, Overdrive, AutoBild India.
Compact Bike of the Year - CNBC TV18 Overdrive Awards
Viewers Choice Bike of the Year - CNBC TV18 Overdrive Awards
Bike of the Year - CNBC TV18 Overdrive Awards
Viewers Choice Bike of the Year - NDTV Car & Bike Awards
Two-wheeler of the Year - NDTV Car & Bike Awards
Motorcycle up to 250cc- NDTV Car & Bike Awards
Viewers Choice Bike of the Year - ET ZigWheels Awards
Bike of the Year (up to 250cc) - ET ZigWheels Awards
Viewers Choice Bike of the Year - Bloomberg UTV & Auto Car Awards
Bike of the Year (upto 250cc) - Bloomberg UTV & Auto Car Awards
Motorcycle of the Year - AutoBild Golden Steering Awards
Bike of the Year (up to 250cc) - Car & Bike India Awards
Bike of the Year - Car & Bike India Awards
People's Choice Two-wheeler of the Year - Vicky.in Awards
Best Bike 2012 - Motor Vikatan Awards
Two-wheeler of the Year - Vicky.in Awards
Bike of the Year, Super Bike of the Year - Top Gear Malayalam
India Design Mark ( I Mark ) - India Design council
Brand Manufacturer of the Year (two-wheeler category)- Car & Bike India Awards
Best Bike Manufacturer 2012 - Motor Vikatan Awards 2012
Honda

2011
CB "Indian Motorcycle of the Year 2011 (IMOTY)
Twister Jury:BS Motoring , Bike India, BBC Top Gear , Overdrive , AutoBild India ."
Bike of the Year – CNBC TV18 Overdrive Awards 2011
"The Most
Bike of the Year - Bloomberg/UTV Autocar Award 2011
Awarded Viewer’s Choice Award: Bike of the Year - Bloomberg / UTV Autocar

54
 Motorcycl Awards 2011.
e of the Bike of the Year - BS Motoring Award 2011.
Bike of the Year upto 110CC – Bike India.
Year - Motorcycle upto 110CC - NDTV Car & Bike Awards 2011.
2011" Premium 100CC Motorcycle - Zigwheels Awards.
Entry Level Motorcycle of the Year - Auto Bild Golden Steering Awards
CB Motorcycle upto 160CC – NDTV Car & Bike Awards 2011.
Sporty Motorcycle upto 180CC – Zigwheels Awards .
Unicorn
Premium Motorcycle of the Year - Auto Bild Golden Steering Awards
Dazzler
VFR Superbike of the Year ? TopGear
Motorcycle of the Year upto 150cc, Bike India award 2014
1200F
Brand " - Most Reliable Brand
Honda
- Advanced Technology Brand

By Auto India Best Brand Survey Awards 2011"

Motorsport Honoured for 'Promoting 2Wheeler racing in India'

2010

Brand - Most Reliable Brand

- Advance Technology
- Quality
By Apollo Auto India Best Brand Awards 2010
Trusted Brand Award (Gold) for Two-wheeler: Readers' Digest
CB1000R Import Two - Wheeler of the Year NDTV Profit Car & Bike Awards 2010
CB1000R Import Bike of the Year - AutoCar Awards 2010
CBR1000R Performance Bike of the Year - CNBC TV 18 Overdrive Awards 2010
R Fireblade

2009

CBF Bike of the Year - NDTV Profit Award 2009

Stunner
Aviator Scooter of the Year - NDTV Profit Award 2009
Activa Scooter of the Year - ET ZigWheels Awards 2009
2008

55
 Aviator Scooter of the Year - Zigwheels.com
CBF Motorcycle of the Year (125 CC) - Zigwheels.com
Stunner
Activa Scooter Customers Satisfaction No.1 - CNBC TV18 - Auto Car "Auto Awards
2008
Brand -Well Made Bike 2008
-Advanced Technology 2008
-Overall 2008
-Eco-Friendliness 2008
-Resale Value 2008

2007

Eterno Best automobile brand of India 2007 (Planman Media)

Activa Best automobile brand of India 2007 (Planman Media)

2006

Shine TNS Voice of The customer Award 2006 (TNS)

2005

Unicorn Motorcycle of the Year 2005 (B.S.Motoring& Autocar)

Unicorn TNS Voice of the Customer Award (TNS)
Eterno Scooter of the Year 2005 (B.S.Motoring & Overdrive)

2004
Eterno Best Scooter of the Year (B S. Motoring & ICICI Bank, Overdrive Magazine)

2003

56
 Dio Scooter of the Year 2003 (BBC)

2002

Activa Scooter of the Year by Overdrive Magazine

2001

Activa Scooter of the Year 2001 (BS Motoring)

SHARE MARKET

57
SWOT ANALYSIS OF HONDA COMPANY

58
STRENGTHS:

 Its strength is high innovation

 Its strength is manufacturing different products
 Strong brand equity
 Market share leadership

WEAKNESS:

 It has high cost structure.

 It has high deposit structure where It differs from Toyota and Nissan.
 Some cars are very high in cost so that only some people can buy.

OPPORTUNITY:

 Due to high interest from customers into more fuel efficient and lower pollution cars,
Honda can use its strength in high R&D to develop these kinds of cars to suit customer's
needs.

THREAT:

 less rate competitors or imports

 economic slow down
 There may be external changes like government, taxes, and policies.
 Price wars.

59
Organizational Structure

60
Honda Philosophy

61
 HONDA PRINCIPLES

BASIC PRINCIPLES

Respect for the individual. The Three Joys (buying,

selling and creating.

COMPANY PRINCIPLE

Maintaining a global viewpoint, we are dedicated to

supplying products of the highest quality, yet at a
reasonable price for worldwide customer satisfaction.

MANAGEMENT POLICIES

 Proceed always with ambition and youthfulness.

 Respect sound theory, develop fresh ideas, and make the most effective use of time.
 Enjoy work and encourage open communication.
 Strive constantly for a harmonious flow of work.
 Be ever mindful of the value of research and endeavor.

Dreams inspire us to create innovative products that enhance mobility and benefit society. To
meet the particular needs of customers in different regions around the world, we base our sales
networks, research and development centers and manufacturing facilities in each region.
Furthermore, as a socially responsible corporate citizen, we strive to address important
environmental and safety issues. And by the year 2008 Honda Company is the 6th largest
company of automobile industries and highly recommended industry.

62
 Two Fundamental Beliefs

 Respect for the Individuals

 The Three Joys

Respect for the Individuals

Respect for the individuals recognizes the following core concepts:

 Initiative: Initiative means not to be bound by preconceived ideas, but think creatively
and act on your own initiative and judgment ,while understanding that you must take
responsibility for the results of those actions
 Equality: Equality means to recognize and respect individual differences in our and treat
each other fairly. Our company is committed to this principle and creating equal
individual.
 Trust: The relationship among associates at Honda should be based on mutual trust. trust
is created by recognizing each other as individuals, helping out where others are deficient
sharing our knowledge and making our sincere effort to fulfill our responsibilities.

The Three Joys

Our goal is to provide Joy through our business for those who buy our products ("The Joy of
Buying"), engage in selling our products and services (" The Joy of Selling "), and are involved
in business of creating our products (" The Joy of Creating ").

 The Joy of Buying is achieved through providing

products and services that exceed the needs and
expectations of each customer. Importantly, the
Joy of creating cannot be achieved without first
bringing joy to the customer.

63
 The Joy of Selling occurs when those who
are engaged in selling and servicing Honda
products develop relationships with a customer
based on mutual trust. Through the relationship,
Honda associates, dealers and distributors
experience pride and joy in satisfying the customer
and in representing Honda to the customer.

 The Joy of Creating occurs when Honda

associates and suppliers involved in the
design, development, engineering and
manufacturing of Honda products recognize
a sense of joy in our customers and dealers.
Formerly known as the" Joy of Producing,"
the joy of creating occurs when quality
products exceed expectations and we
experience pride in a job well done.

64
 HONDA STATEGIES

1. Welcome to Honda Ltd., HCM International University Strategic Management for Global Group 8

2.  Outline • Introduction • Five levels of strategy • Decision maker • The six external environments •
Global challenges • Analyze the firm’s structure • Organizational process • Social responsibility •
Managing people • Evaluations and controls • Conclusion • References
3. The Power of Dream • Soichiro Honda (1906-1992) was Japanese engineer and industrialist, and
founder of Honda Co., Ltd. • In 1937, Honda began producing piston rings-used in motorcycles. • In
1948, Honda stared producing complete motorcycles. • In 1949, Takeo Fujisawa joined the Honda (one
of the most person lead to Honda’s success) • In 1968, Launching the Honda 1300- Honda’s first small
car.
4.  Describe the firm today • 4 main segments following: – Motorcycle business – Automobile business –
Financial service business – Power product and other business • More than 167.231 associates in the
Global scale. • Stand the largest motorcycle manufacturer and the 7th automobile manufacturer in the
world. • On the march, 2008, Honda was ranked as the best car in US by Consumer Reports.

5.  The five levels of strategy.

6.  Enterprise Strategy • The Mission Statement of Honda is try to maintain a global point of view, with the
dedication to supply the highest quality products at a reasonable price for worldwide customer
satisfaction. Moreover, taking new challenges with the pursuit of Initiative, Technology and Quality,
Honda is pursuing their 2010 Vision: Striving to be a company society wants to exist through creating
new value, globalization, and commitment for the future .
7. Corporate Strategy • Automobile Industry – Superior Fuel economy – Optimum safety – Driving
Pleasure – Worldwide • Motorcycle Industry – Build product close to customer – 28 plant, 21 countries,
R&D 6 countries • Power Business – First business of Honda – Expanded – 11 plant, 9 countries, sold
156 countries, used by 5.5M people – ASIMO – Honda jet.
8. Business Strategy • R&D System – Approach: • Durability • Reliability • Focus Foundation –
Dimensions: • Economical • Environmental • Social Issues

9.  Business Strategy • Globalization Characteristic

65
10. Business Strategy • “The Joy of Selling” - Dealership – Create inspiring experience for its customers –
Response to changing value – Increasingly complicated needs of customers – => Improve customer
relations • Friendly and attentive sales • Responsive service support • Thorough maintenance and repair
– => “Life with Honda”
11.  Operational Strategy • Divide 6 administrative regional group • Pursue independence of local
management and sales operations • Operate under conduct guidelines => keep evaluating and risk
managing • High level of transparency

12.  Individual Strategy • “The Three Joy” – The Joy of buying – The Joy of Selling • Not only relationship
• But feel pride by positive relationship – The Joy of Producing • Pride in exceeding the customer
expectation
13.  Organizational Process – Organization culture – Innovation Management

14.  Organization culture Respects for the Individual and The Three Joys

15. Organization culture • “Respects for the Individual” • “The Three Joys”

16. “Respects for the Individual” • Initiative: Encouraging creative thinking • Equality: Fairly treating. •
Trust: Good relationship between employees
17. “The Three Joys” • The Joy of Buying • The Joy of Selling • The Joy of Producing

18. Innovation Management • Developing new technologies of manufacturing system • Building

environmentally responsible and people-friendly plants.

19.  Managing People

20. Managing people • Environmental training • Ensuring diversity in employment

21. Environmental training • Part of Honda’s training curriculum • Deepen associates’ understanding about
Honda’s policy toward environmental • Training programs are continuously provided to associates •
Promote activities focusing on energy and resource conservation and recycling

22. Ensuring diversity in employment • Provide human rights education, based on Honda’s principal of
respect for individual • Open-door employment policy, hiring based on individual merit • Employ people
with disabilities • Reemploy retirees, create opportunities for those who reach the retirement age of 60

66
 MARKETING STRATEGY

The major marketing strategy of Honda is that it has a diversified range of products, ranging

from big to small and common to luxury which can cater to all sorts of customers and every one

can buy their automobiles according to their range.

Another effective marketing strategy is that promotes its products well in the market and it

adopted the sound and effective advertisement policy for the supply of their vehicles. The latest

information is shared with the clients and the advertisements are appeared in both electronic and

print media. The use of social media is also carried out for the publicity of their automobiles. It

also has sponsored various sports activities and events to promote the brand image among its

users.

Honda has created

quality automobile

products under its

portfolio. Their products

are the highest in quality

control measures with

innovative features to

bring the best with the

most efficiency for its

consumers.

67
Honda motors has its name in the top five automobile companies to create eco-friendly

automobiles so to lessen the damage to the atmosphere and that creates a trust level for the

customers.

Their automobiles and motorbikes are built with strong and resistant materials which can be used

even in rugged and rough areas, so the people from rural areas also prefer to buy their

motorbikes.

Due to its effective production system, the company has provided the vehicles to the clients with

good research work, and they also give their customers after sale services to ensure brand

loyalty.

68
Honda 2 Wheelers Amazes Fans by Bringing Brand Ambassador, Akshay
Kumar

Joining the list celebrities who visited to this year's Auto Expo, Bollywood actor and Honda 2
Wheelers' brand Ambassador, Akshay Kumar today paid a special visit to the brand's pavilion.
Touted to be the 'asli khiladi' of Bollywood, his appearance was a pleasant surprise for the
audience who swooping in for a glimpse of the actor.

In its official statement Honda 2 Wheelers talks about the similarity between the brand and
Akshay, which Mr. Keita Muramatsu - President & CEO, Honda 2 Wheelers India quoted as "the
never-ending quest for adventure and the Khiladi attitude." The actor's presence was truly special
for the brand considering the fact that the motorcycle marque has unveiled its popular adventure
tourer Africa Twin for India, and Akshay Kumar has been the proud owner of World's most
iconic adventure motorcycle for years now.

69
 Future Planning

Honda 2Wheelers India announces Plan for FY’2018-19 with an eye on 2020

 Honda pulls the throttle in Fiscal year 2018-19

o Earmarks close to Rs. 800 crore investment outlay for FY’2018-19
o After 22% growth last year, Honda guns for third year of Double digit growth
o Customers can expect 1 BRAND NEW model and 18 exciting upgrades this year
o Honda to expand network reach to 6,000 touchpoints by FY’2018-19 end
o Honda Joy Club - a unique customer loyalty program to be launched this year

 Eyeing 2020, Honda starts strategic consolidation

o BS-VI preparations in full swing
o Vision to Lead in India and the World with QUALITY and QUANTITY
o Starts modernization & unification of production constitution across plants
NEW
o Brand and Communications Operation announced to propel Brand Power
in India

New Delhi, April 10, 2018: After creating a new world record* by becoming the only company
in India and the world to add 1 million
incremental sales in one year, Honda
Motorcycle & Scooter India Pvt. Ltd. (HMSI)
today announced its plans for the Indian
market for FY’18-19.

In line with Honda’s business direction to

Lead in India and the World with Quantity
and Quality, Mr. Minoru Kato -President
and CEO, Honda Motorcycle and Scooter
India Pvt. Ltd. said,

70
 Competitors of Honda

The two-wheeler market is a popular segment in the Indian market. Every manufacturer is
planning or is already in India with their offering. At this moment, India is one of the best
destination for a two-wheeler enthusiast, who need to be spoiled by choice.

1. Hero MotoCorp - Hero MotoCorp has one of the

biggest and strongest two-wheeler portfolio in the country
by an Indian-based manufacturer. They have a perfect mix
of motorcycles as well as scooters. Hero MotoCorp is
constantly growing and is keen to take its products to
several international markets.

2. Bajaj - Bajaj Auto currently helps an assembling and

manufacturing two-wheelers for Kawasaki and KTM.
They also have their own product line-up for Indian as
well as international markets. Bajaj has mastered the art of
figuring out what customers want and at what price they
would purchase it.

3. TVS Motors - TVS Motors is a popular brand in India

owing to its humble as well as performance bikes.
Recently, TVS updated their Apache range providing the
motorcycle with an all-new engine and design language.
The Chennai-based manufacturer is India's second largest
exporter of two and three-wheelers in the country.

71
 4. Royal Enfield - Royal Enfield has been known for its
classic and retro styled cruiser bikes. The Himalayan
motorcycle by Royal Enfield is their very first adventure
bike. Currently, the Indian-based two-wheeler

manufacturer is focussed on growing its market

to every
corner
on Earth.

5. Yamaha - Yamaha Motors India has always been able

to provide an interesting model in the country. Back in the good old days, it was the RX and RD
range of two-stroke bikes. In between the Japanese
manufacturer did not have a volume selling bike. All of
that changed with the introduction of the YZF-R15 and FZ
range in India.

6. Suzuki - Suzuki Motors India did not have a successful

run in the country initially. The Gixxer streetfighter and Gixxer SF fully-faired motorcycles,
along with several of their new scooters have boosted sales figures. Japanese-based two-wheeler
manufacturer plans on introducing several new models in the country.

72
 CHAPTER-3
Research Methodology

73
 Customer satisfaction

Background of the topic

Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term frequently
used in marketing. It is a measure of how products and services supplied by a company meet or
surpass customer expectation. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals."

The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and
constructs of classes of measures that appear in Marketing Metrics as part of its ongoing
Common Language in Marketing Project. In a survey of nearly 200 senior marketing managers,
71 percent responded that they found a customer satisfaction metric very useful in managing and
monitoring their businesses.

It is seen as a key performance indicator within business and is often part of a Balanced
Scorecard. In a competitive marketplace where businesses compete for customers, customer
satisfaction is seen as a key differentiator and increasingly has become a key element of business
strategy.

"Customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty." "Customer satisfaction data are among the most frequently collected indicators of
market perceptions. Their principal use is twofold:"

1. "Within organizations, the collection, analysis and dissemination of these data send a
message about the importance of tending to customers and ensuring that they have a
positive experience with the company's goods and services."
2. "Although sales or market share can indicate how well a firm is performing currently,
satisfaction is perhaps the best indicator of how likely it is that the firm’s customers will
make further purchases in the future. Much research has focused on the relationship

74
 between customer satisfaction and retention. Studies indicate that the ramifications of
satisfaction are most strongly realized at the extremes."

RESEARCH METHODOLOGY

Research methodology is a term that basically means the science of how research is done

scientifically. It is a way to systematically and logically solve a problem, help us understand the

process not just the product of research, and analyzes methods in addition to the information

obtained by them.

OBJECTIVE

My Objective of doing research on “A

study on a customer satisfaction

towards Honda, two–wheelers in

Mirzapur city:

To study the level of satisfaction of customers.

 To analyse the customer satisfaction scheme running by honda.

 To determine the expectation of customer with the organization.

75
  To study the organizational support for their customer.

RESEARCH DESIGN

My Survey Report on done on “A study on customer

satisfaction towards Honda, two–wheelers in
Mirzapur city:with the Descriptive Research
Methodology.

Descriptive Research :-
The Descriptive study is normally concerned
with finding out general nature to problem and different
variable that is related to the problems. The major
emphasis of descriptive research is to find out the actual
fact. The primary advantage of this descriptive research
study is low cost and less time requirement.

Research Techniques

This project simply based on the Non- Probability

Techniques.
Non-probability sampling represents a group of sampling
techniques that help researchers to select units from
a population that they are interested in studying. Collectively,
these units form the sample that the researcher studies A core
characteristic of non-probability sampling techniques is that
samples are selected based on the subjective judgment of the
researcher, rather than random selection.

76
 DATA COLLECTION
Basically there are main two types of data source are available :-

i. Primary Data

ii. Secondary Data

I used the primary data as well as secondary one because combination of both data is
provides absolutely correct and meaningful information.

Primary data- observation and questionnaire

Secondary data- websites and books.

SAMPLE SIZE

Sampling Plan Selected Samples

Sample Population Customer of Saraswati Honda , Mirzapur
Sample Size 50
Area of study Sarswati Honda
Time Period 6 weeks

77
 Questionnaire

Name :

Age :

Designation :

1. What are the factors on the basis of which you purchase the vehicle?

a. Features [ ] b. Brand [ ]

c. Service [ ] d .Engine power [ ] e. Any other [ ]

2. Do you go regular for the service and maintenance at given time?

a. Yes [ ] b. No [ ]

3. How satisfy are you with the services of Honda?

a. Very satisfy [ ] b. Quite satisfied [ ]

c. Neutral [ ] d. Quite dissatisfied [ ] e. Very satisfied [ ]

4. How satisfy are you with the cost of Honda Vehicles?

a. Quite satisfied [ ] b. Neutral [ ]

c. Quite dissatisfied [ ] d. Very satisfied [ ]

5. For which option you satisfy the most?

a. Price [ ] b. Quality [ ]

c. Availability [ ] d. Strength [ ]

6. What is the range of the product?

a. Excellent [ ] b. Good [ ]

c. Satisfy [ ] d. Poor [ ]

7. What is the reliability of the product?

a. Excellent [ ] b. Good [ ]

c. Satisfy [ ] d. Poor [ ]

8. Company person and their attitude towards customer?

a. Excellent [ ] b. Good [ ]

c. Satisfy [ ] d. Poor [ ]

9. Compared to our competitors is our product quality better, worse or about the same?

78
 a. better [ ] b. Worse [ ] c. The same [ ]

10. Did you feel company is fulfilling their promises?

a. Yes [ ] b. No [ ] c. Sometimes [ ]

CHAPTER-4

ANALYSIS AND INTERPRETATION

It is a process of inspecting, cleaning, transforming, and modeling data with the goal of
discovering useful information, suggesting conclusions, and supporting decision-making. Data
analysis has multiple facts and approaches, encompassing diverse techniques under a variety of
names, in different business, science, and social science domains.

79
 1. What are the factors on the basis of which you purchase the vehicle?

Features Brand Services Engine power Any Other

20% 20% 30% 20% 10%

Features Brand Services Engine power Any Other

10%
20%

20%

20%

30%

INTERPRETATION:

 20% customers are purchase Honda vehicle on the basis of its features.
 20% customers are purchase Honda vehicle on the basis of its brand.
 30% customers are purchase Honda vehicle on the basis of its services.
 20% customers are purchase Honda vehicle on the basis of its engine power.
 10% customers are purchase Honda vehicles on the basis of any other things.

80
2. Do you go regular for the service and maintenance at given time?

Yes No

85% 15%

80%
60%
40%
85%
20%
0%
15%
Yes
No

INTERPRETATION:

 85% customers are regular for the service and maintenance at given time.
 15% customers are not regular for the service and maintenance at given time.

81
3.How satisfy are you with the services of Honda?

Very satisfy Quite satisfy Neutral Quite dissatisfied Very dissatisfied

30% 28% 19% 20% 3%

35% 30%
30% 28%
25% 20%
19%
20%
15%
10%
5% 3%
0%
Very satisfy Quite satisfy Neutral Quite dissatisfied Very dissatisfied

INTERPRETATION:

• 30% of customers are very satisfy with the services of Honda.

• 28% of customers are quite satisfy with the services of Honda.
• 19% of customers are neutral with the services of Honda.
• 20% of customers are quite dissatisfy with the services of Honda.
• 3% of customers are very dissatisfy with the services of Honda.

82
4.How satisfy are you with the cost of Honda vehicle?

Quite satisfy Neutral Quite Very

dissatisfied dissatisfied
30% 15% 35% 20%

35% 35%
30%
30%
25%
20%
20%
15% 15%
10%
5%
0%

Quite satisfy
Neutral
Quite
dissatisfied Very
dissatisfied

INTERPRETATION:

 30% of customers are quite satisfy with the cost of Honda vehicles.
 15% of customers are neutral with the cost of Honda vehicles.
 35% of customers are quite dissatisfy with the cost of Honda vehicles.
 20% of customers are very dissatisfy with the cost of Honda.

83
5.For which option you satisfy the most?

Price Quality Availability Strength

30% 25% 25% 20%

Price Quality Availability Strength

20%
30%

25%
25%

INTERPRETATION:

 30% customers are satisfy with the price of Honda the most.
 25% customers are satisfy with the quality of Honda the most.
 25% customers are satisfy with the availability of Honda the most.
 20% customers are satisfy with the strength of Honda the most.

84
6.What is the quality of the product?

Excellent Good Satisfy Poor

30% 25% 35% 10%

Excellent Good Satisfy Poor

10%
30%

35%

25%

INTERPRETATION:

 For 30% customers the Honda product is excellent.

 For 25% customers the Honda product is good.
 For 35% customers the Honda product is satisfy.
 For 10% customers the Honda product is poor.

85
7.What is the reliability of the product?

Excellent Good Satisfy Poor

29% 33% 34% 4%

Excellent Good Satisfy Poor

4%
29%
35%

33%

INTERPRETATION:

 For 29% customers the reliability of Honda product is excellent.

 For 33% customers the reliability of Honda product is good.
 For 34% customers the reliability of Honda product is satisfy.
 For 4% customers the reliability of Honda product is poor.

86
8. . What is the Company person behavior and their attitude towards you?

Excellent Good Satisfy Poor

26% 36% 35% 3%

3%
Excellent
26%
Good
35%
Satisfy
Poor

35%

INTERPRETATION:

 26% of the customers say that the company person and their attitude are excellent.
 36% of the customers say that the company person and their attitude are good.
 35% of the customers say that the company person and their attitude are satisfy.
 3% of the customers say that the company person and their attitude are poor.

87
9.Compared to our competitors is our product quality better worse or about the same?

Better Worse About the same

60% 5% 35%

60%

40%
60%
20%
35%
0% 5%
Better
Worse
About the same

INTERPRETATION:

 60% of the customers say that the quality of Honda product is better than Honda
competitors.
 5% of the customers say that the quality of Honda product is worse than Honda
competitors.
 35% of the customers say that the quality of Honda product is about the same toHonda
competitors.

88
10. Did you feel company is fulfilling their promises?

Yes No Some times

30% 20% 50%

50%
50%
40%
30%
30%
20%
20%
10%
0%
Yes
No
Some times

INTERPRETATION:

 30% customer feels that Honda Company fulfills their promises.

 20% customer not feels that Honda Company fulfills their promises.
 50% customer feels that Honda Company fulfills their promises some times.

89
90
 CHAPTER-5

Findings &
Recommendations

91
 FINDINGS

• 30% customers had purchased Honda vehicle on the basis of its services.

• 85% customers are regular for the service and maintenance at given time.

• 30% of customers are very satisfied with the services of Honda.

• 35% of customers are quite dissatisfied with the cost of Honda vehicles.

• 30% customers are satisfying with the price of Honda the most.

• For 35% customers the Honda product is satisfy.

• For 34% customers the reliability of Honda product is good.

• 36% of the customers say that the company person and their attitude are good.

• 60% of the customers say that the quality of Honda product is better than Honda
competitors.

• 30% customer feels that Honda Company fulfills their promises.

92
 Recommendation

Following suggestions/ recommendation can be made after analyzing the current status

and future expectations of the Company:-

• The present management should be more efficient, so as it would be more beneficial to

the customers.

• The company policies should protect the interest of the customers.

• There should be more interactive discount scheme for satisfaction of customers.

• There may be some changes made in the company’s policies, so that more number of

customers can be satisfied.

• Sarswati Honda has to implement good customer relationship management strategy that

enhances customer satisfaction level.

93
 Conclusion

From the customer satisfaction of the company, I conclude that Honda is maintaining a good

Customer Relationship & Customer Engagement. India’s number one Automobile Company is

making the best & demanding vehicles by the customers planned capacity addition programs.

The internal accrual of the company would be sufficient to making or launching the component

for new Vehicles. The company can raise the required demanding without having any problem

and struggle, because the vehicles of Honda are always liked by the customers.

Therefore in conclusion we can say that Honda is a financially capable to entertain their

distributor or employees or customers through the payment process and would continue to enjoy

the top most position in the automobile sector for a long time in future.

94
 Limitation of Study

 Response may be biased while filling the questionnaire.

 Some information was not given as it was confidential to the company.

 There are some difficulties in conducting survey due to working hour of

customers.

 Most of customers of middle level are employed at ad hoc basis in their

respective company due to which there is problem in providing loans.

95
 Bibliography

Articles:

 Advertising and marketing magazines

 Marketing surveys and observation
 Catalogue
 Business world
 Internet

Websites:

 Honda2wheelersindia.com
 www.google.com

96
Annexure

97
 Questionnaire

Name :

Age :

Designation :

1. What are the factors on the basis of which you purchase the vehicle?

a. Features [ ] b. Brand [ ]

c. Service [ ] d .Engine power [ ] e. Any other [ ]

2. Do you go regular for the service and maintenance at given time?

a. Yes [ ] b. No [ ]

3. How satisfy are you with the services of Honda?

a. Very satisfy [ ] b. Quite satisfied [ ]

c. Neutral [ ] d. Quite dissatisfied [ ] e. Very satisfied [ ]

4. How satisfy are you with the cost of Honda Vehicles?

a. Quite satisfied [ ] b. Neutral [ ]

c. Quite dissatisfied [ ] d. Very satisfied [ ]

5. For which option you satisfy the most?

a. Price [ ] b. Quality [ ]

c. Availability [ ] d. Strength [ ]

6. What is the range of the product?

a. Excellent [ ] b. Good [ ]

c. Satisfy [ ] d. Poor [ ]

7. What is the reliability of the product?

a. Excellent [ ] b. Good [ ]

c. Satisfy [ ] d. Poor [ ]

8. Company person and their attitude towards customer?

a. Excellent [ ] b. Good [ ]

c. Satisfy [ ] d. Poor [ ]

9. Compared to our competitors is our product quality better, worse or about the same?

a. better [ ] b. Worse [ ] c. The same [ ]

10. Did you feel company is fulfilling their promises?

a. Yes [ ] b. No [ ] c. Sometimes [ ]

98